Marketing The Visual Arts

(3 Credits)

Course explores essential marketing concepts for arts managers, such as leveraging market research, establishing effective pricing strategies, building brands, utilizing public relations, engaging audiences through social media and digital platforms, and applying storytelling techniques. Students deepen their understanding of different audience groups, ranging from dedicated patrons to casual followers. Core topics include examining how purpose, mission, branding, and programming interconnect; using data and segmentation to analyze arts businesses and enhance the patron or visitor experience. Students produce research reports based on data analysis, conduct marketing evaluations, and develop a comprehensive strategic rebrand.